Blue Nile’s online site, which Forbes called “an elegant site with a vast selection of diamonds and fine jewelry," pairs an extensive selection with tools and information that make buying jewelry a straightforward and enjoyable experience. The company, whose rise was profiled in the New York Times, stocks loose diamonds and jewelry and works to empower and educate patrons with a detailed jewelry guide.

After arming shoppers with information, Blue Nile’s site displays an array of conflict-free diamonds mined with environmentally sound processes. The Build Your Own Ring feature lets shoppers insert a loose gem into a setting of their choice, and the finished ring displays on an illustrated hand. Pre-set jewelry graces monitors in vintage-inspired and classic designs, and all orders ship for free with insurance. A 30-day return window assuages fears that an item will look different in real life or won’t get along with other jewelry.